MKH_MVPS Case Studies to Marketing Research

Faculty of Economics and Administration
Spring 2016
Extent and Intensity
1/3. 7 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Klára Kašparová, Ph.D. (lecturer)
doc. Ing. Radoslav Škapa, Ph.D. (lecturer)
Ing. Kristýna Böhmová (seminar tutor)
Guaranteed by
doc. Ing. Radoslav Škapa, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Vlasta Radová
Supplier department: Department of Business Management – Faculty of Economics and Administration
Timetable
Sat 12. 3. 16:20–19:35 P101, Sat 23. 4. 16:20–19:35 P101, Fri 13. 5. 14:35–16:15 P101
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 40 student(s).
Current registration and enrolment status: enrolled: 0/40, only registered: 0/40, only registered with preference (fields directly associated with the programme): 0/40
fields of study / plans the course is directly associated with
Course objectives
This course is an introduction to marketing research and its methods.
At the end of this course, students should be able to:
- develop marketing research plan according to the research goal
- identify the most appropriate methods and tools
- apply basic and intermediate methods of marketing research
Syllabus
  • 1. Marketing research – contectual framework
  • 2. The basic forms of marketing research
  • 3. Methods and tools of quantitative research
  • 4. Application of methods and tools in Case studies
Literature
    required literature
  • HAIR, Joseph F., Robert P. BUSH and David J. ORTINAU. Marketing research : within a changing information environment. 3rd ed. Boston: McGraw-Hill, 2006, xxvii, 700. ISBN 0072830875. info
  • KOZEL, Roman, Lenka MYNÁŘOVÁ and Hana SVOBODOVÁ. Moderní metody a techniky marketingového výzkumu. 1. vyd. Praha: Grada, 2011, 304 s. ISBN 9788024735276. URL info
    recommended literature
  • BEDNARČÍK, Zdeněk. Marketingový výzkum. Vyd. 1. Karviná: Slezská univerzita, 2008, 176 s. ISBN 9788072484898. info
  • HENDL, Jan. Kvalitativní výzkum : základní teorie, metody a aplikace. 2., aktualiz. vyd. Praha: Portál, 2008, 407 s. ISBN 9788073674854. info
  • MALHOTRA, Naresh K. Marketing research : an applied orientation. 6th ed., Global edition. Boston: Pearson, 2010, 929 s. ISBN 9780136094234. info
  • Wiley International Encyclopedia of Marketing. Edited by Jagdish N. Sheth - Naresh K. Malhotra. Malden: Wiley, 6 sv. ISBN 9781444316568. info
  • Marketing analytics :data-driven techniques with Microsoft Excel. Edited by Wayne L. Winston. 1 online r. ISBN 9781118417300. info
Teaching methods
A part of seminars will be devoted to introduction of marketing research and its methods. After that the students realize their own market research in teams applying the knowledge from lectures and self-study.
Assessment methods
To pass the course the students are required to gain at least 60% of points in the test covering the theory of marketing research, to defent the seminar work (POT) and to gain mark A-E from POT. Final mark is computed as the weighted average of mark of written test (weight 33 %), and mark of work-in-progress POT (25 %), and the final version of POT (42 %)
Any copying, recording or leaking tests, use of unauthorized tools, aids and communication devices, or other disruptions of objectivity of exams (credit tests) will be considered non-compliance with the conditions for course completion as well as a severe violation of the study rules. Consequently, the teacher will finish the exam (credit test) by awarding grade "F" in the Information System, and the Dean will initiate disciplinary proceedings that may result in study termination.
Language of instruction
Czech
Further Comments
Study Materials
The course is taught annually.
Information about innovation of course.
This course has been innovated under the project "Inovace studia ekonomických disciplín v souladu s požadavky znalostní ekonomiky (CZ.1.07/2.2.00/28.0227)" which is cofinanced by the European Social Fond and the national budget of the Czech Republic.

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The course is also listed under the following terms Spring 2012, Spring 2013, Spring 2014, Spring 2015, Spring 2017, Spring 2018, Spring 2019, Spring 2020, Spring 2021, Spring 2022, Spring 2023, Spring 2024.
  • Enrolment Statistics (Spring 2016, recent)
  • Permalink: https://is.muni.cz/course/econ/spring2016/MKH_MVPS